Push Notification Starter Kit

For early-stage founders, the debate between email and push notifications often comes down to a simple question:"Which one actually gets users back into my app?"

While email remains the king of long-form content and official records, push notifications have emerged as the dominant channel for driving immediate action and habit formation. The data is clear: if you want retention, you need a push strategy.

Push vs. Email: The Engagement Gap

The fundamental difference between push and email is visibility. An email sits in a crowded inbox waiting to be opened. A push notification occupies the most valuable real estate on earth: the lock screen.

According to data from Airship, Android users have significantly higher reaction rates (4.6%) compared to iOS (3.4%), largely due to how notifications are grouped and displayed. However, the real power of push isn't just in the click—it's in the retention.

The Retention Multiplier

This is the most critical metric for founders. Localytics reports that users who enable push notifications have 3x higher retention rates (defined as 11+ sessions) compared to those who disable them.

Why? Because push notifications act as external triggers that build habits. In the early days of an app, users haven't yet formed the muscle memory to open your icon daily. Push notifications bridge that gap.

However, this power comes with a risk. Data from Helplama suggests that sending just one weekly pushcan cause 10% of users to disable notifications if the content isn't relevant. Send 3-6 per week, and that number jumps to 40%. The line between "helpful" and "spam" is razor-thin.

Best Use Cases by Channel

Don't treat push like a shorter email. Use each channel for what it does best:

Use Push For:

• Time-Sensitive Alerts: "Your driver is arriving now" or "Flash sale ends in 1 hour."
• Social Interactions: "Ben just commented on your post." (These have the highest open rates).
• Transactional Updates: "Your order has shipped."
• Achievement Milestones: "You hit your 7-day streak!"

Use Email For:

• Onboarding Education: "How to get the most out of [App Name]."
• Weekly Summaries: "Your activity report for last week."
• Account Administration: Password resets, billing updates.
• Re-engagement: "We haven't seen you in a while" (for users who turned off push).

Common Mistakes to Avoid

Practical Recommendations for V1

If you are launching your MVP, keep your push strategy simple but effective:

1. Implement "Soft Ask": Design a screen that asks "Turn on notifications to get updates on your order?" with a "Yes" and "Maybe Later" button. Only trigger the native iOS prompt if they tap "Yes."
2. Start with Transactional: Only send notifications that provide immediate personal value (e.g., a message received, a task completed). Avoid marketing blasts in the first 30 days.
3. Use Rich Media: Rich push notifications (images, emojis) improve reaction rates by 25%. Adding a simple emoji to your copy can increase CTR by ~5%.
4. Track the "Uninstall Rate": Monitor your uninstall rate after every broadcast push. If you see a spike > 1%, your content is too aggressive.